The World’s Coffee Legend: Trung Nguyen’s Continuous Creative Conquest

Efforts to “Establish Vietnamese Coffee’s Global Reputation”

According to Bloomberg, a significant portion of the world’s robusta coffee is grown in Buon Ma Thuot, making Vietnam the
“second-largest coffee producer in the world”. However, the value and versatility of Vietnamese robusta are not always reflected in its trading price. Recognizing this, Trung Nguyen Legend, a pioneering coffee company founded in Buon Ma Thuot, has dedicated its journey to elevating the reputation and value of Vietnamese coffee globally.

Led by its founder and chairman, Dang Le Nguyen Vu, Trung Nguyen Legend has strategically enhanced the brand value of Buon Ma Thuot coffee by showcasing its unique qualities and exceptional taste. Through initiatives such as cultural, artistic, and philosophical approaches to coffee, the company has positioned Vietnamese coffee on the world map, aiming to
“shape the Vietnamese coffee industry at a higher level.”

With a global presence in over 100 countries and territories, Trung Nguyen Legend, G7, and Trung Nguyen Legend coffee brands are leading the way in introducing Vietnamese coffee to the world.

Offering an extensive range of over 300 energy coffee products crafted from Buon Ma Thuot robusta beans, Trung Nguyen Legend has successfully exported its products to more than 100 countries and territories. Additionally, with a rapidly expanding network of over 1,000 cafes in Vietnam and internationally, the company is driving a
“robusta coffee consumption wave” globally.

US Ambassador to Vietnam, Marc Evans Knapper, experienced Coffee Meditation at the Coffee World Museum, describing it as a
“profound and unique experience.”

Notably, the
“Coffee Philosophy”
, enlightened and created by the company’s founder, has gained global recognition through features on Discovery, CNN, and Bloomberg. The profound impact of these collaborations has not only promoted Vietnamese coffee culture but also changed the world’s perception of Vietnam as a significant contributor to the global coffee culture. Coffee Meditation, an essential practice within the Coffee Philosophy, has been embraced by the intellectual elite worldwide and has become an integral part of national diplomatic rituals.

Continuous Innovation Fuels the “Robusta Coffee Consumption Wave”

Unlike other coffee companies that view coffee merely as a beverage, Trung Nguyen Legend perceives coffee as a source of mental energy and creativity. With over 300 energy coffee products under the Trung Nguyen, G7, and Trung Nguyen Legend brands, the company has established a strong presence in more than 100 countries and territories, experiencing significant growth in major economies such as the US, China, India, Japan, South Korea, Dubai, France, and Southeast Asian, Asian, and European countries.

Notably, the special generation of instant ground coffee, including the Trung Nguyen Legend trio of masterpieces:
“Trung Nguyen Legend Iced Milk Coffee, Special Edition, and Classic, along with Trung Nguyen Legend Cappuccino”, has consistently enhanced its brand image and messaging. These products are now available across all online and offline sales channels in Vietnam, China, the US, Europe, and ASEAN countries.

International beauty queens from the Miss Grand International pageant enthusiastically explore the exquisite coffee products offered by Trung Nguyen Legend in the
“Trung Nguyen Legend Coffee World” space.

In early 2025, Trung Nguyen Legend expanded its distribution network in China by partnering with 34 additional distributors, ensuring a comprehensive presence in this billion-dollar market. The company has also intensified its focus on the US market by targeting Costco, Asian supermarkets, and prominent online platforms such as Amazon, Walmart, and eBay. Furthermore, Trung Nguyen Legend has initiated trade promotions and brand awareness campaigns in the Middle East and ASEAN regions, establishing strategic collaborations with multinational giants like Lulu Hypermarket, Costco (Australia, Canada, France), and Loblaws (Canada), as well as partners in Singapore, Malaysia, and the Philippines.

Additionally, Trung Nguyen Legend introduced the
“Coffee Appreciation Set for Families”, inspired by the Zen coffee civilization, and the exceptional instant freeze-dried coffee,
“Trung Nguyen Legend Gold”. These new offerings build upon the unique and distinctive values of the company’s energy coffee range, further diversifying its product portfolio.

Hoa hậu Tiểu Vy (Miss Vietnam 2018) and Á hậu Kim Duyên (Miss Vietnam 2022) immerse themselves in Coffee Meditation, a unique and inspiring coffee appreciation style that influenced the creation of the
“Coffee Appreciation Set for Families”.

The
“Coffee Appreciation Set for Families” is a pioneering concept exclusive to Trung Nguyen Legend, inspired by the Zen coffee civilization. It invites coffee enthusiasts to share special coffee appreciation moments with their families and kindred spirits, fostering a sense of balance and mindfulness.

Trung Nguyen Legend Gold, an instant freeze-dried coffee, captivates with its distinctive blend of premium Arabica and Robusta beans, complemented by finely ground roasted coffee. This harmonious combination delivers a robust yet refined flavor profile. By employing cutting-edge freeze-drying technology, Trung Nguyen Legend Gold preserves the original aroma, flavor, color, and quality of the coffee, aligning with global consumption trends.

Trung Nguyen Legend Gold, an instant freeze-dried coffee masterpiece, fuels the
“robusta coffee consumption wave” globally.

Combining exquisite taste with the inspiring message of
“Energy to Conquer New Achievements”, Trung Nguyen Legend Gold promises to deliver a refreshing experience of freshly ground coffee to coffee enthusiasts worldwide, inspiring those striving for self-improvement and pursuing new goals.

Trung Nguyen Legend Gold is currently available at online and offline retailers nationwide and will be exported to key markets, including China, the US, Russia, South Korea, and ASEAN countries, throughout 2025.

Robust Expansion of Cafe Network:
“Bringing Vietnamese Coffee Culture to the World”

In tandem with its product offerings, Trung Nguyen Legend is aggressively expanding its cafe network,
“bringing Vietnamese coffee culture to the world.” With over 1,000 cafes under the Trung Nguyen Legend, Trung Nguyen E-Coffee, and
“Trung Nguyen Legend Coffee World” brands, the company is strategically located in prime locations globally, offering impressive coffee experiences and introducing Vietnamese coffee culture to international audiences.

Renowned beauty queens, including Hoa hậu Bảo Ngọc (Miss Vietnam 2023), Hoa hậu Thanh Thủy (Miss Vietnam 2024), Á hậu Ngọc Hằng (Miss Vietnam 2024 1st Runner-up), Á hậu Ngọc Thảo (Miss Vietnam 2024 2nd Runner-up), and artist-designer Anh Thư, indulge in exquisite coffee experiences at Trung Nguyen E-Coffee, a brand recognized as a
“Strong ASEAN Brand”.

Positioned as cultural and artistic coffee spaces, Trung Nguyen Legend cafes offer unique coffee experiences and insights into Vietnamese coffee culture. Coffee enthusiasts can explore an extensive range of energy coffee products, crafted from the finest Buon Ma Thuot robusta beans, along with various brewing tools and accessories. These cafes also introduce guests to three distinct coffee civilizations: Ottoman, Roman, and Zen.

Following the recent opening of a Trung Nguyen E-Coffee store in Texas, USA, in June 2025, Trung Nguyen Legend is accelerating its expansion plans. The company aims to establish 100 cafes in the US and 1,000 cafes in China, while replicating its success in Australia, Canada, Japan, South Korea, Dubai, France, Southeast Asian, Asian, and European countries. By the end of 2025, Trung Nguyen Legend expects to inaugurate hundreds of new cafes in Vietnam and nearly 15 cafes overseas, focusing on central locations, major cities, and tourist destinations.

Trung Nguyen Legend cafes are expanding rapidly in the US, China, and worldwide, serving exceptional coffee and offering unique insights into Vietnamese coffee culture to international guests.

Recognized by Discovery as a
“pioneer in transforming Vietnamese coffee from a mere beverage into a cultural and philosophical phenomenon”, and as a brand that
“awakens the potential of Vietnamese Robusta coffee”, Trung Nguyen Legend remains steadfast in its commitment to realizing a
“20 billion USD vision for the Vietnamese coffee industry”. The company’s relentless innovation and dedication to excellence ensure that
“one day, when people think of coffee, they will think of Vietnam.”/.